Achille Maramotti founded the business in Reggio Emilia in 1951 with the goal of producing high-quality women's ready-to-wear. Max Mara became closely associated with refined industrialized tailoring and coats.
Achille Maramotti founded the business in Reggio Emilia in 1951 with the goal of producing high-quality women's ready-to-wear. Max Mara became closely associated with refined industrialized tailoring and coats.
Anne-Marie Beretta designed the 101801 coat for the 1981 Max Mara autumn/winter collection. The wider Max Mara Fashion Group includes separate brands and lines such as Sportmax, Weekend Max Mara, MAX&Co., Marella and Marina Rinaldi. They must not all be authenticated as if they used mainline Max Mara labels.
03A
Read the garment
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Sui Generis · Designer Collector’s Guides
Max Mara Collector’s Library
Explore the house, its lines, its history and the details in our catalog. Save individual sheets or download the complete guide, including research credits.
A house name, a diffusion label, a product category and a collaboration describe different relationships. Use the wording on the piece to choose the appropriate comparison.
Max Mara
Parent Fashion Label / Mainline
Recorded dates: 1951. Active
Women's ready-to-wear, coats, bags, footwear, jewelry and accessories. Exact brand line, named model, complete product code, fiber/material, construction and official dimensions.
Weekend Max Mara
Sibling brand within Max Mara Fashion Group
Active
Casual/lifestyle ready-to-wear and accessories. Exact Weekend Max Mara label, product reference, material, category and construction.
Sportmax
Sibling brand within Max Mara Fashion Group
Active
Fashion-forward ready-to-wear and accessories. Exact Sportmax label, product reference, season and construction.
MAX&Co.
Sibling brand within Max Mara Fashion Group
Active
Ready-to-wear and accessories. Exact label, product reference, materials and category.
Marella
Sibling brand within Max Mara Fashion Group
Active
Ready-to-wear and accessories. Exact Marella label, product reference, material and construction.
Marina Rinaldi
Sibling brand within Max Mara Fashion Group
Active
Women's ready-to-wear and accessories with its own sizing/product identity. Exact Marina Rinaldi label, sizing, product reference, materials and category.
Dates describe the cited records. An ending year alone does not establish closure; the status above identifies discontinued lines where recorded.
Sheet 01
The house story
Achille Maramotti founded the business in Reggio Emilia in 1951 with the goal of producing high-quality women's ready-to-wear. Max Mara became closely associated with refined industrialized tailoring and coats. Anne-Marie Beretta designed the 101801 coat for the 1981 Max Mara autumn/winter collection. The wider Max Mara Fashion Group includes separate brands and lines such as Sportmax, Weekend Max Mara, MAX&Co., Marella and Marina Rinaldi. They must not all be authenticated as if they used mainline Max Mara labels.
Use the complete sheet with its Sui Generis credit and link. Copy the embed below.
Sheet 04
Timeline
Max Mara began in 1951. Follow the dated milestones and the creative context below.
Sui Generis · Max Mara · September 2026 editionRead the history & creative context
Achille Maramotti founded the business in Reggio Emilia in 1951 with the goal of producing high-quality women's ready-to-wear. Max Mara became closely associated with refined industrialized tailoring and coats.
Anne-Marie Beretta designed the 101801 coat for the 1981 Max Mara autumn/winter collection. The wider Max Mara Fashion Group includes separate brands and lines such as Sportmax, Weekend Max Mara, MAX&Co., Marella and Marina Rinaldi. They must not all be authenticated as if they used mainline Max Mara labels.
Use the complete sheet with its Sui Generis credit and link. Copy the embed below.
Sheet 05
Read the label. Find the details.
Read the visible label, understand what it tells you, and see which additional details to check on this catalog example.
Sui Generis · Max Mara · September 2026 edition
01
What you can read
Max Mara
02
How to use it
The main name is readable, while the adjacent small size detail is less clear. Record the name first and request a sharper photograph for the smaller field.
03
What to check next
Do not guess the size or line from partially visible text. The full care tag and measurements are needed for a useful material and fit record.
Marked size = the item’s original label. As a US company, Sui Generis lists a US size comparison; use the relevant brand/category chart and actual measurements to check fit. Understand the sizing systems.
Use the complete sheet with its Sui Generis credit and link. Copy the embed below.
Research & image credits
Historical and design references for these sheets are listed below. Catalog photographs show individual Sui Generis items. This independent educational guide is unaffiliated with the designer.
Identify the exact brand/line first. Mainline Max Mara, Weekend Max Mara and Sportmax can share group infrastructure while using distinct branding, styling and product systems. For mainline pieces, compare model name, product code, fabric, cut, lining, buttons and finishing with official records.
01
Brand & Neck Labels
Do not collapse Max Mara Fashion Group labels into one system. Mainline Max Mara, Weekend Max Mara, Sportmax and other group brands have separate label identities. Vintage labels also change across decades. Preserve the exact sewn wording before applying authentication rules.
02
Care & Composition Labels
Record the complete care-label stack including line name, fiber composition, origin, size and product/model information. Compare stated fabric to the garment: for example, current 101801 records specify wool/cashmere beaver cloth on documented versions.
03
Style & Product Codes
Official Max Mara product pages publish long numeric product codes followed by a model name. Current examples include 1086026106003 - REBUS for a Short 101801 Icon Coat and 4506356106005 - MADAMEBELT for an ultramarine 101801 belt. Use the entire code plus model name; do not convert arbitrary digits into a year without documentation.
04
Construction & Materials
For coats, inspect fabric hand, lapels, sleeve construction, lining, pick stitching, pocket geometry, buttons and overall balance against the named model. The 101801 is defined by highly stable proportions, but authentic reissues and short versions mean length alone is not sufficient.
Look More Closely
Details Worth a Closer Look
Mainline Max Mara label applied to a product that resolves to another group brand
Product code/model name mismatch
Fabric content or coat construction conflicts with official model specifications
A familiar camel color or Teddy texture is used as the primary proof of authenticity
05
Leather Goods
Max Mara Bag Details
Max Mara bags, including the Whitney family and seasonal designs, should be authenticated through exact model, material, dimensions, hardware and product reference. The Whitney originated from Max Mara's partnership with Renzo Piano Building Workshop, but later variants require their own comparison.
01
Interior Brand Stamp
Compare logo stamping, hardware engraving and interior labeling with official imagery of the same model and season. Do not require bag branding to mirror clothing-label typography exactly.
02
Serial & Style Codes
Use product references as model identifiers. Do not label a repeated catalog/product code as a unique serial unless Max Mara specifically documents that function.
03
Hardware & Stitching
Inspect hardware finish, handle and strap attachment, edge paint, lining and stitch control against the exact bag. Model-specific architecture is stronger evidence than a generic logo check.
04
Leather, Canvas & Lining
Match leather, textile and seasonal material to the official product code and color. Max Mara's apparel textile expertise does not imply every accessory follows coat-material conventions.
Look More Closely
Bag Details Worth a Closer Look
Code resolves to another Max Mara group brand or product
Dimensions and hardware conflict with the named model
Packaging or group affiliation is treated as proof of mainline authenticity
06
Footwear
Max Mara Footwear Details
Max Mara footwear should be checked by exact line, product code, materials, sole tooling, insole/outsole branding, size and origin. Distinguish mainline Max Mara from footwear sold under sibling group brands.
07
Accessories
Max Mara Accessory Details
Belts, scarves, eyewear and other accessories should be matched to their full product code and line. The group's official records show that Max Mara, Sportmax and Weekend Max Mara sit under Max Mara S.r.l., while other group brands are distributed through other group companies; shared corporate provenance does not make the labels interchangeable.
08
Jewelry
Max Mara Jewelry Details
Max Mara's current group storefront includes jewelry/bijoux across multiple identities, including MAXMARA ACCESSORI as well as Weekend Max Mara, Sportmax, 'S Max Mara and Studio. Identify the sewn, stamped or catalog line first; those group labels are not interchangeable. Then compare the exact product code/name, casting or plating, beads/rhinestones or decorative materials, clasp and pin construction, branding and official dimensions. Shared Max Mara Fashion Group provenance is not proof that a piece is mainline Max Mara.
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